Introduction to Social Media for Nonprofits FIO Partners, LLC October 22, 2008

Learning Outcomes To define social media To identify how social media fits into the strategic management of a nonprofit To define a process for determining how your organization would like to (or choose not to) engage with social media

To define social media

To identify how social media fits into the strategic management of a nonprofit

To define a process for determining how your organization would like to (or choose not to) engage with social media

Conceptual Framework - NPO Strategic Management All four tasks take place with continuous input and interaction with the organization’s environment. Source: FIO Partners, LLC Board of Directors Executive Leadership Task #1 Align leadership on vision, mission, values, elements of strategic management Quality Assurance Organizational Learning Task #4 Enact ways to improve the organization Leadership Core Safeguards and Support Organization Improvements Task #2 Design or re-design the core Relational Strategy Programmatic Strategy Systems Participation Fund Development Marketing/ Public Relations Program Goals Strategies Tactics Outcomes Task #3 Create or adjust supports and safeguards Financial Management Organizational Climate Physical Plant Human Resources Risk Management Information Management

Why Should Your Nonprofit Embrace Social Media? Source: Flickr, Liquid Lucidity's

Social Media is… BASED ON A PRESENTATION BY LEE WHITE

LinkedIn Blogs Wikis Podcasts RSS Social Networks

Well… sort of.

Social Media REALLY is…

a CONVERSATION…

That is powered by…

LinkedIn Blogs Wikis Podcasts RSS Social Networks

It is a conversation between…

Clients… Staff… Board Members… Donors… Thought Leaders… Funders… Peer Nonprofits…

… People!

And guess what? The social media conversation is…

Not Organized

Not Controlled

And not on message.

The conversation is…

Vibrant

Emergent

Compelling



and full of insight…

… if we choose to join.

To join the conversation, we need to be…

Present.

Dedicated.

Patient.

We begin by listening.

If we listen, we will learn.

But why do we need to listen before we join the conversation?

Conversations among human beings sound human . They are conducted in a human voice. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge . From the Cluetrain Manifesto The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

Conversations among human beings sound human . They are conducted in a human voice.

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge .

Nonprofits must talk to the people with whom they hope to create relationships. To speak with a human voice, nonprofits must share the concerns of their communities . If you want us to talk to you, tell us something . Make it something interesting for a change. We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other. From the Cluetrain Manifesto

Nonprofits must talk to the people with whom they hope to create relationships.

To speak with a human voice, nonprofits must share the concerns of their communities .

If you want us to talk to you, tell us something . Make it something interesting for a change.

We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.

Social Media is…

… a brand new way of creating social change , not just another messaging channel.

A Simple Definition Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008 ,

Why is it important to consider joining the conversation?

A few quick stats… 73% of active online users have read a blog 45% have started their own blog 39% subscribe to an RSS feeds 57% have joined a social network 55% have uploaded photos 83% have watched video clips Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008 , The conversation is happening…with or without you.

73% of active online users have read a blog

45% have started their own blog

39% subscribe to an RSS feeds

57% have joined a social network

55% have uploaded photos

83% have watched video clips

75% of the charitable organizations studied are using some form of social media including blogs, podcasts, message boards, social networking, video blogging and wikis. More than a third of the organizations are blogging. 46% of those studied report social media is very important to their fundraising strategy. Source: Blogging for the Hearts of Donors: Largest US Charities Use Social Media (76 major nonprofit organizations) A few more…

75% of the charitable organizations studied are using some form of social media including blogs, podcasts, message boards, social networking, video blogging and wikis.

More than a third of the organizations are blogging.

46% of those studied report social media is very important to their fundraising strategy.

Why is it important to consider FOR YOUR ORGANIZATION ?

NPO Strategic Management & Social Media All four tasks take place with continuous input and interaction with the organization’s environment. Source: FIO Partners, LLC Board of Directors Executive Leadership Task #1 Align leadership on vision, mission, values, elements of strategic management Quality Assurance Organizational Learning Task #4 Enact ways to improve the organization Leadership Core Safeguards and Support Organization Improvements Task #2 Design or re-design the core Relational Strategy Programmatic Strategy Systems Participation Fund Development Marketing/ Public Relations Program Goals Strategies Tactics Outcomes Task #3 Create or adjust supports and safeguards Financial Management Organizational Climate Physical Plant Human Resources Risk Management Information Management

How do we develop a plan? POST P is People O is Objectives S is Strategy T is Technology Source: Forrester

P is People

O is Objectives

S is Strategy

T is Technology

People Source: Beth Kanter, from 10/08 Share Our Strength presentation

Who are these people? Source: Forrester, Groundswell

Who are YOUR people? Source: Forrester, Groundswell Find them…. And then listen….

Objective: Decide what you want to accomplish! All four tasks take place with continuous input and interaction with the organization’s environment. Board of Directors Executive Leadership Task #1 Align leadership on vision, mission, values, elements of strategic management Quality Assurance Organizational Learning Task #4 Enact ways to improve the organization Leadership Core Safeguards and Support Organization Improvements Task #2 Design or re-design the core Relational Strategy Programmatic Strategy Systems Participation Fund Development Marketing/ Public Relations Program Goals Strategies Tactics Outcomes Task #3 Create or adjust supports and safeguards Financial Management Organizational Climate Physical Plant Human Resources Risk Management Information Management

Objective: What do you want to accomplish? Increase Revenue from New Donors? By how much? Engage New Clients for Programs? Referrals from Website – how many? Build Awareness of your Cause? New inquiries? Mentions of organization across internet? PICK ONE OBJECTIVE TO START WITH… MUST BE ABLE TO MEASURE a specific measurable result expected within a particular time period

Increase Revenue from New Donors? By how much?

Engage New Clients for Programs? Referrals from Website – how many?

Build Awareness of your Cause? New inquiries? Mentions of organization across internet?

PICK ONE OBJECTIVE TO START WITH…

MUST BE ABLE TO MEASURE

Social Media Tracking Source: Danielle Brigada, NWF Google Alerts Blog Searches -Technorati -Ice rocket -Boardreader RSS Readers Bloglines Google Reader Feedreader Detail Searches Summize.com Wordpress Del.icio.us

RSS Readers

Bloglines

Google Reader

Feedreader

Detail Searches

Summize.com

Wordpress

Del.icio.us

Ideas for Metrics Page views Visits Visitors Visitor info Time on site Bounce rate (only view single page before leaving site) Traffic and content Referrers Entry and exit pages Click analysis Search engine entry Audience Who's reading Unique visitors Loyalty Trends RSS subscribers (feedburner, et al) Repeat visitors Referrals Engagement=interaction+attention Click on Length of stay Comments Shape of conversation (qualitative analysis) Post to comment ratio Conversation index-> posts / trackback + comments Influence Memes and their intensity over time Question: authority Digg, Techmeme, Technorati Action Conversion Linked to goals Source: Beth Kanter via sandying: the act of being me

Page views Visits Visitors Visitor info Time on site Bounce rate (only view single page before leaving site) Traffic and content Referrers Entry and exit pages Click analysis Search engine entry

Audience Who's reading Unique visitors

Loyalty Trends RSS subscribers (feedburner, et al) Repeat visitors Referrals

Engagement=interaction+attention Click on Length of stay Comments Shape of conversation (qualitative analysis) Post to comment ratio Conversation index-> posts / trackback + comments

Influence Memes and their intensity over time Question: authority Digg, Techmeme, Technorati

Action Conversion Linked to goals

Strategy: Plan for how relationships with people will change Listening Participating Sharing Your Story Social Media Style Spreading Awareness, Generating Buzz Social Networking For Action And Fundraising

Listening

Participating

Sharing Your Story Social Media Style

Spreading Awareness, Generating Buzz

Social Networking For Action And Fundraising

Technology: Decide which social technologies to use to support strategies SEE LIST OF TOOLS for…. Listening Participating Sharing Your Story Social Media Style Spreading Awareness, Generating Buzz Social Networking For Action And Fundraising

SEE LIST OF TOOLS for….

Listening

Participating

Sharing Your Story Social Media Style

Spreading Awareness, Generating Buzz

Social Networking For Action And Fundraising

Yikes…how much time will this take? Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 5hr 10hr 15hr 20hr Share Content Source: Beth Kanter & Nina Simon

How do we develop a plan? POST P is People O is Objectives S is Strategy T is Technology Source: Forrester

P is People

O is Objectives

S is Strategy

T is Technology

Best Practice Example – Small Organization

Best Practice Example – Large National Organization NWF inspires Americans to: Confront Global Warming Protect and Restore Wildlife Habitat Connect with Nature Source: Danielle Brigada, NWF

NWF inspires Americans to:

Confront Global Warming

Protect and Restore Wildlife Habitat

Connect with Nature

Twitter Facebook Mixx MySpace Change.org Best Practice Example – Large National Organization Source: Danielle Brigada, NWF

Results Source: Danielle Brigada, NWF

Wrap-Up Social Media and Why It Matters Link Your Objective to the Management of Your Organization Have a Plan Experiment!

Social Media and Why It Matters

Link Your Objective to the Management of Your Organization

Have a Plan

Experiment!

Connect with me! FIO Partners Blog: www.fiopartners.typepad.com Facebook: Anne Yurasek LinkedIn: Anne Yurasek Twitter: @annefio Flickr: AY2007 Email: anne@fiopartners.com

FIO Partners Blog: www.fiopartners.typepad.com

Facebook: Anne Yurasek

LinkedIn: Anne Yurasek

Twitter: @annefio

Flickr: AY2007

Email: anne@fiopartners.com

Photo Credits http://www.flickr.com/photos/smartbrother/44226712/ http://www.flickr.com/photos/apophysis_rocks/376467264/ http://www.flickr.com/photos/missrogue/619781610/ http://www.flickr.com/photos/decrepit-telephone/280291545/ http://www.flickr.com/photos/stephareno/478105646/ http://www.flickr.com/photos/practicalowl/433659667/ http://www.flickr.com/photos/brokenpixels/108547742/ http://www.flickr.com/photos/kalisah/63911359/ http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/ Photo by : Lee White SOCIAL MEDIA - Presentation by : Lee White http://www.flickr.com/photos/theamarand/2883056321/sizes/m/ http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/ http://www.flickr.com/photos/nickerson/54599684/sizes/m/